Bøger af Margo Berman

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser "Clydesdale and Dalmatian" spots, the "PEDIGREE® Adoption Drive" program, or the breakthrough UPS "Whiteboard" campaign. See how creative briefs drive on-strategy solutions in all media from traditional to ambient. Understand which campaigns went off-course and why. Enjoy one-on-one interviews with behind-the-scenes candor and explore more than 50 exciting, visual examples. Hear first-hand from advertising masterminds as the authors delve into the brains behind great ad campaigns. Each chapter offers step-by-step instruction, revealing various aspects of the creative process, from brainstorming techniques and agency pitches to strategic visual and verbal messaging.

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

Contains examples designed to jump-start the right side of the brain. This work is filled with memorable uses of fresh media, on-strategy marketing, creative online work, insightful quotes by giants in the advertising industry, and exercises to strengthen creative thinking. It also includes campaign concepts, innovative media ideas, and more.